At the end of this course, the students; 1) Know the differences between services marketing and traditional marketing. 2) Know to conduct SWOT analysis in a service firm. 3) Know the positioning of services. 4) Able to develop strategies for service firms. 5) Know the globalization of services.
MODE OF DELIVERY
Face to face
PRE-REQUISITES OF THE COURSE
No
RECOMMENDED OPTIONAL PROGRAMME COMPONENT
-
COURSE DEFINITION
This course aims gaining managerial skills pertaining to service sector and providing information on current practices in the service sector. Strategic management, marketing strategies, total quality management, current issues as well as communications and information technologies in the service sector are among the fundamental topics of the course.
COURSE CONTENTS
WEEK
TOPICS
1st Week
Explanation of service concept, different sides of services marketing
2nd Week
Analysis of services, service presentation
3rd Week
Management of customer and service encounter at service process, process of buying of services
4th Week
Customer relationship and customer loyalty, information management
5th Week
Positioning of services and target market
6th Week
Service quality, communicating of services to customer
7th Week
Pricing of services, promoting of services
8th Week
Mid-term examination
9th Week
Marketing impact on service staff, demand and capacity management for services